Language Barrier

From ExhibitorOnline Magazine
July 2010

Link to ExhibitorOnline article

A lot of U.S. trade shows attract attendees from all over the world. But unless those attendees speak and read English pretty fluently, it can be tricky for them to initiate conversations with staffers. To let international attendees at the 2009 National Association of Broadcasters Show know that it had staffers who spoke their language, Ensemble Designs Inc. dedicated one aisle-side wall in its exhibit to a world map. The wall featured text that read, “Would you like a demo in your language?” along with the names of 50 countries listed horizontally alongside wall-mounted business-card holders that contained cards for specific reps who were assigned to those countries and spoke their respective languages. The exhibit’s map/wall received rave reviews from Ensemble Design’s international clients and prospects who appreciated the multilingual welcome mat.